“UbearEATS lets you use your favourite technology to get hometown favourites delivered seamlessly.”

Despite the UberX service still being technically illegal in Victoria, UberEATS will be launching in Melbourne before its crosstown rival Sydney, where the ridesharing app has been legalised and regulated.

According to Rossi, this is because of Melbourne’s reputation as the “foodie capital of Australia”.

UberEATS launched in a handful of US cities towards the end of last year and is also available in Toronto and Paris.

It will be housed in a separate app from the UberX service.

The news comes as the food delivery market in Australia is becoming increasingly heated, with international giant Deliveroo launching locally in November and a host of other rivals including MenuLog and Suppertime.

Denham Sadler is the editor of StartupSmart. He was previously a journalist at the publication and has worked as a freelancer for the Guardian, the Saturday Paper and the ABC. In his spare time he likes puns and jaffles.

Since 2010 StartupSmart has been Australia’s no.1 publication for the startup community and those interested in the startup movement globally. Publishing news, information and advice daily, and placing itself squarely at the centre of the government’s national innovation agenda, StartupSmart is a leading participant in the momentum that surrounds the world’s focus on technology, creativity and entrepreneurialism.